The FITSPRO Podcast

Last week we went over part 1 of fundamental programming must knows.

This week we continue the programming conversation right where we left off. If you missed last week's episode, stop now, and come back after listening to 92.

Understand mechanical tension and muscle fiber types

Do you even know what your programming is trying to do? Why a given set and rep scheme causes an increase in strength or muscle size? 

These are very fair questions to ask. And in my opinion we should be able to answer them fairly easily.

Things that will affect muscle fiber type recruitment and mechanical tension are load used, reps, tempo, and rest periods.

Let us pause and make something very clear. I am not here to shame you for not knowing these things. I am literally here to try and help you better understand these things. Hopefully even just ONE of them.

In moving forward with your programming, make it a point to have a reason and rationale for all of these factors.

My main objective when I interned for two years as a college strength coach was to be great at programming. That was my “thing” if you will. So my mentor set that standard for me very early on. There was no mindless programming. EVERYTHING had a purpose. As it should, truly.

No one asks me or overlooks my programming now, but it behooved me to have that mindset engrained from the get go. So here I am passing it along to you. And make no mistake, a VERY thought through and highly effective program can look VERY simple on paper. Don’t mistake fancy or difficult for thought through or effective.

Back to mechanical tension and fiber types!

Type 1: smallest, high endurance and oxidative capacity, low power output - think endurance athleteType 2: large in diameter, mid endurance, moderate power output and oxidative capacity. think hybrid, she can do both.

Type 2b: Largest in size, high power output, low endurance and oxidative capacity. Think beefcake, or gymnast. Power sports.

These matter because we stress muscle fiber types with different modalities of training. And factors within that training. For instance a heavy eccentric will bypass the normal type 1, type 2 to type 2b progression and go straight to type 2 and 2b. Same goes for max power output like plyometrics. The demand for those big daddy type 2 and 2b fibers is immediate.

So by a rule of thumb, muscle fibers are recruited in order but also remember we’re not robots. As one is recruited, it’s not like the others turn off or stop working. They all live together in bundles. The more demand on the muscle group, the more fibers, and specifically the more type 2 friends will be recruited.

This is the PERFECT segue into tension.

My last point is why you see body builders completely fatiguing the muscle. To the point where they can’t even concentrically contract. They’ll have assistance in the concentric so that they can then control the eccentric. We’re stronger eccentrically than concentrically. #science.

What they’re doing on a physiological level here is two things - recruiting every last muscle fiber that they can and depleting their muscle glycogen.

This is achieved through TIME UNDER TENSION. Or more specifically a large amount of time under tension.

Hello mechanical tension. Before we discuss this, no, you do not need to train to failure in order to elicit hypertrophy.

Programming is a SKILL

Let’s make clear that you don’t learn programming from one freaking podcast episode, book, or blog post. It takes practice, trial and error and experience to become a proficient and confident programmer.

For those that are confused, I am talking about writing strength and conditioning or fitness training programs for a client or group of clients.

Here’s the thing with programming, and I’ve said this before - there is not one way to program. That’s the beautiful and often super overwhelming and frustrating truth about programming.

There is no a+b = c for strength or endurance or power. Want to increase your back squat or bench numbers? Do x. It doesn’t work like that.

So before we even get into the foundational must knows, I encourage you to embrace the fact that you have a blank slate to work with when it comes to writing programs. Rather than being overwhelmed by that, attempt to see freedom here. The freedom to develop YOUR PHILOSOPHY.

Trust that I went to my professor’s office in college more than once complaining about how hard programming was. I just didn’t get it. I was student who wanted a tried and true equation. It’s not that tried and true equations don’t work for increasing strength, power, muscle size or endurance. It’s just that there are SEVERAL for each of those.

If you’re overwhelmed or feel incompetent, you should. 

I don’t say that diss you. I say that because programming IS overwhelming. It IS complex. But when done efficiently, it becomes quite simple. So don’t give up. Like anything else, it takes practice, and implementation. Often, on yourself.

Now, let’s begin with the foundational programming must know’s from Annie.

And to be fair, these are my opinions and observations from ten years of programming + being in this field. I by no means know everything. Not even close. Take these for whatever they’re worth to you.

First off, you must understand basic anatomy and physiology as well as what muscle action is happening during a given exercise.

For instance a hamstring curl and an RDL do different things for the hamstring, and I would not substitute one for the other.

A glute ham focused back extension would be a much better substitute for RDL, whereas supine slider curls or prone bench ham curls would be a better more accurate substitute for hamstring curls.

One primarily focuses on the concentric phase and shortening range of motion, while the other focuses on the eccentric phase and stretching to hamstrings.

This is where having a college degree is not required but is definitely helpful. You learn all about anatomy and physiology before you even get into programming. So that when programming does come about in your last year of uni, you already have a base of understanding in what muscles attach where, and how they function.

If you don’t have an A&P background, then make time to study the human body. There are plenty of free sites online that allow you to view muscles, their origins, insertions and actions. It’s honestly just fun, especially if you enjoy this stuff.

Sure, I suppose you can get good at programming without this understanding but likely not.

A place you could even start would be Mike Boyle’s joint by joint approach.

And to be honest, Julie Read has a really fun anatomy coffee table book called Muscles to the Masses and I absolutely adore it.

I just took three women through a launch. And it got me thinking a lot about my first few launches of each of my programs, and the launch mistakes I made along the way.

Why? Because these women were experiencing some of those same early launch feels that CAN happen. Not always, but often.

For those of you who don’t know, you have a few options when running an online business.

You can launch, do pushes, or have ongoing enrollment.

These are all different approaches to get your ideal client to invest in your offer, service or product.

I have tried all three by the way. And launches work the best for me, so that’s what I do, as well as what I teach.

For some quick definitions - a launch has an open and close date. The doors will literally close and someone cannot enroll, join, apply, or sign up after the launch is done.

A push is a combination of a launch and ongoing enrollment. This is where someone can indeed enroll or apply anytime but every three months, let’s say, you bring attention to your offer and market it far more heavily than you normally would. The doors won’t close after a push, but you’ll being giving less info about it to your audience.

Then we have ongoing enrollment. This can look a lot of different ways. For instance I don’t open and close my one time purchases items. Anyone can purchase Body Weight For Weight Lifters, Big Lift Audit, Movement 101 or Instagram 101 at any time. I could do pushes for those if I wanted or a little promo. But they’re up for grabs all day everyday. This is a large part of my passive income stream. These programs to date have generated over 15k. We call this the power of passive. And by we, I mean me, right now, in this moment because I’ve never heard that but should def coin the phrase. If any of you steal it, I’ll know.

So, there you have it. You can have open enrollment and talk often about your singular offer, you can do pushes, or launches.

And you can certainly use different approaches for different offers. There is no rule book here. It’s all game. And most importantly it’s what works for you, your offer, your biz model and your audience.

Thus, you can see where this might take time and a lot of trial and error.

Now, let’s get into the three biggest launch mistakes I see and how to fix them. Because I have def made all of these myself.

3 Biggest Launch Mistakes

Not preparing and nurturing your mindset BEFORE + DURING the launch

Launches can be a HUGE emotional and mental rollercoaster. It’s so easy to attach worth, value, desperation and codependency to your launch. All of which are not healthy, nor helpful.

There are very normal fears that arise when one is preparing for a launch. And if you’re not careful, those fears will permeate your launch content.

Fears that you’re wasting your time. That you did all this work, and no one will join. Fears that your message won’t land. That you don’t actually know what you’re talking about. An overall lack of confidence in your offer, and ability to bring this offer into the world.

It’s not good. It’s all normal. But again, not helpful AT ALL. Especially if you choose to believe it, and then act on those feelings and beliefs.

I’m no psychiatrist or mental health specialist.

I discussed the topic of post-rona fitness as a guest on Daniel Hong's podcast. So, I thought I'd echo that here, on my own show. Because I think there are great takeaways for you, my audience.

While fitness definitely changed for my clients and myself during different stages of quarantine due to the pandemic, it is mostly going back to normal for us.

By normal, I mean we are all somehow, someway getting our hands on a barbell or heavy kettle bell. Now that looks like garage gyms, dining room bench press between two stools, outdoor facilities, and of course some of us are back in gyms, for the time being.

So when I say normal, I don’t mean the same as pre-pandemic times. It’s an important distinction to make.

I think this topic is nuanced and VERY individual to each person, their life, their circumstances, and so many factors outside of just “is the gym open?”

Most of my clientele are affluent, have held on to their jobs, have a supporting partner or found work during the last six months. And they place an extremely high value on their relationship with exercise. They find joy in the gym, or better yet, with the barbell. So, that has proven to be one of the last things they are willing to give up. Which I think is freaking awesome. But there is also privilege in that. 

I would hate to have this episode be from the standpoint that everyone, everywhere can just build a garage gym or pay for a 1:1 in person socially distanced personal trainer. That certainly is not and will not be the takeaway from this podcast.

What I do wish to ponder is how people in different scenarios can move forward with movement into 2021  - from both the trainer and the trainee perspective.

We will start with the coaches and health and fitness professionals, and then discuss the client perspective. Which I am actually really excited to talk about.

I specialize in online coaching. I have never owned a brick and mortar because I didn’t desire the headache that comes with starting, running and owning one. For 10+ years I watched my friend, past boss and now branding photographer have a brick and mortar for a competitive cheerleading gym. And quite frankly it was a hard pass for me.

With that, I recognize that many of you may have owned or at least worked at a brick and mortar facility before the pandemic. And you’re likely trying to figure out your future as we speak. That’s a huge deal. It’s serious. But also, awesome. You’ve got so many possibilities.

First off, brick and mortars aren’t gone. You CAN have one.

Whatever you decide to do, you’ll need to be ready to adapt and pivot when needed. I say that meaning FOREVER. Be ready and open to pivot and adjust when needed.

It’s no secret that those who could adapt and pivot during the last six months did well and may even be thriving now. 

So, for trainers were in person before, we have a few questions to ask:

* Did you want to transition online? Hi, you’ve had the last six months to start the process. Not build a whole freaking business from scratch. But to at least begin building your presence and platform online.* Do you want to work with people in person as your main gig? If yes, then you’ve had the last six months to brainstorm ways to make that happen. I have watched several trainers who work solely with people in person, host the same style class but via Zoom. Get paid through PayPal, make an email list, maybe set up a FB group community, and keep on keepin’ on. Boom.

That’s scalable to some extent and certainly still enough...

Two options for scaling your business...

I wanted to do today’s short episode because I think it’s common for coaches in the online health and fitness space to create an offer, likely 1:1, have some success, and then be like, “Shit, what now?” Your roster is full, your time is spent, and you literally can’t do more work. So you can’t make more money either, unless you raise your prices. Which is fine, but what’s the end game?

That, my friends, is where scaling comes into play.

How we scale is to essentially replicate ourselves.

You scale a business once you’ve got a proven system or product that works. You can then scale THAT offer or product, or scale your business another way.

Today we discuss both options.

There are not only two ways to scale, but these are what I see most often. Especially in the online health and fitness space.

Think of a brick and mortar shop. Once they’ve nailed down their product or services, systems that work, and proven that what they have created is sustainable, they open another shop using those same systems.

Same goes for scaling your business. But we’re not opening another shop. We’re duplicating you or your process. Tracking?

Even if you’re not ready to scale now, you’ll want to be some day. Well, I can’t guarantee that either. But it is likely that you will reach a ceiling with a 1:1 service or even a single service that is not 1:1.

At some point you’ll need help. But which kind, that is up to you.

Option number one for scaling:

Creating an offer pyramid and passive income

We can continue offering value without increasing your workload by creating passive or partially passive offers. Aka building an offer pyramid.

The passive piece wins because it keeps paying after creation but is no work for you. Again, this doesn’t skip out on value for your clients. Just takes out the real time work for you.

Your second, third or even fourth offers will be something that your clients from your current offer would benefit from. These are what I call supporting offers. Which are valuable on their own, or in combination with your other offers as well. These do not compete with one another.

You never want a prospect to be confused which offer is for them based on the offer descriptions. Let’s make life as easy possible for potential clients.

Options we have here:

* Create a resource of some kind. This can be a course or educational PDF. For me think about the Big Lift Audit or Movement 101 on the fitness side.  And Instagram 101 on the business side.

* Or you can create an automated or mostly automated and streamlined membership. This is assuming you have a 1:1 higher touch offer to begin with. The membership would that system with less touch points and personalization. Again, for me - this is my Built By Annie Membership in fitness and FitsPRO Foundations in business.

When you begin to look at scaling, you should have a pretty freaking solid idea of who your target audience is and what they need or desire from you. You’ll know what they would find helpful.

Perhaps you’re marketing to an earlier version or a more advanced version of your ideal client for your current...

I am a student of the gram. And I encourage all those who take my Instagram 101 course to also embrace the status of “student of the gram.”

If you want to use any social media platform to grow and solidify your business or brand, it will behoove you to learn about it - to observe the platform objectively.

Market research is a powerful tool. It sounds fancy but it’s not. Take note about what is going on with your profile and audience as well as others’ profiles and audiences.

We also do this inside Instagram 101. What does well? The goal here is to determine what you enjoy + your audience responds well to. This way, we are leveraging your preferred media and adding value to your humans. Win-win.

We’re always looking for that win-win.

So, in today’s episode I plan to share with you what I have observed throughout 2020 on Instagram with small and large accounts alike.

For some context, I follow people in different arenas outside of health and fitness. But the point is we’re all “creators.” I enjoy following style accounts, photographers, travelers, bloggers and general content creators. It feels organic to the platform and I learn a lot from them and how they use social media.

That’s just to say that if you’re only following people in your field, it can be useful, refreshing and fun to branch out into other genres. It’s truly the same as a writer telling other writers that if they want to get better at writing, to READ LOTS OF BOOKS.

You want to get better at leveraging Instagram for your brand or business?

Follow a wide variety of accounts on the platform.

We will begin with the fact that Instagram is always changing.

This is the rather obvious observation numero uno.

The observation doesn’t stop with the fact that IG is ever-evolving. It’s the fact that those who use the platforms newest features early on may not get completely screwed as the algorithm drives traffic towards those using the new feature. Enter, Instagram reels.

You’ve got to be willing to roll with the punches. You also won’t lose your business or fail if you don’t use every feature.

Don’t sweat it. BUT - I do encourage you always try the new feature a few times simply to see if it might be for you and your audience.

Some people have absolutely thrived with Instagram reels. And I frankly see it being much more successful than IGTV because it is more digestible and shorter for compact entertainment or education. It’s more interactive than a typical post. You can have real length captions unlike IGTV. So all in all, reels might be worth your time.

Worth a try at least.

As is any new feature.

For instance, I found that my audience is not about IGTV. And if they are, it’s got to be under 3 minutes. So I don’t typically do them. It’s not content I enjoy making, and my audience doesn’t respond well to it either. Not for fitness. Though my episodes on eyelashes and messy buns have done well. Again, that’s just not my priority.

Sticking with the subject of content…

You don’t have to do it all to build a successful brand on Instagram.

I know of creators and professionals who almost exclusively post one type of content. And they’re winning.

This goes back to being really freaking good at what you do and clear about who you help and how you help them.

You’ve likely seen or heard of the hierarchy of needs within fitness in some capacity. In my Built by Annie program my clients get access to something called Annie’s Secret Laboratory of Brain Gains. And in that lab, I have a video training on the two hierarchy of needs that I see and use in working with my clients. I have also seen other ones that are different than these. So I don’t want you to think that these are some gold standard. This is just my professional take on fitness and movement hierarchies.

Fitness hierarchy 

Cardio respiratory endurance, strength endurance, strength, power, skill.

Movement hierarchy

Flexibility, mobility, strength, power, skill.

These hierarchies obviously begin to cross paths at strength, power, and skill. But the point of today’s episode is to look at how these hierarchies show up in your strength training. Or really, in the higher tears of either hierarchy.

We know how hierarchies work. Picture a pyramid and the foundation of these hierarchies would be the bottom level. So on the movement side, that’s flexibility and on the fitness side that is endurance.

So let’s break these hierarchies down one level at a time

A lot of people in the strength and bodybuilding world poo poo on low intensity steady state cardio. If you’ve ever seen anyone on social media post about LISS, they’re talking about low intensity cardio respiratory endurance. Training in an aerobic state for long durations. At least 35 to 60 minutes and even well beyond that.

Your cardio respiratory endurance is essentially your capacity. It is your aerobic capacity, not your anaerobic capacity, but your aerobic capacity lays the foundation to build your anaerobic capacity as well as your ability to recover between sets.

I can speak to the power of building your aerobic capacity in my recent return to the gym after seven months off. I have taken several breaks from lifting in my almost 15 years of strength training. And I died far less in this come back compared to others. The only factor that changed for me, was that I had been doing some level of steady state cardio the last three months before heading back into the gym.

I hadn’t lifted more than 25 pounds in seven months, but I didn’t feel like throwing up after three sets of squats simply due to having a better aerobic capacity and base to work with.

I will say I think I am the weakest that I’ve ever been during a come back phase, but at least I’m not weak and completely deconditioned.

That’s all thanks to the bottom tier of the fitness hierarchy of needs.

Do you want to lift more for longer periods of time? Then don’t poopoo on your aerobic capacity. It’s the basis of all fitness.

Feel like you’re dying during your lifts and your lungs are your limiting factor? Add in two days of low intensity steady state cardio and tell me how you feel a month later. 

After your aerobic capacity comes your anaerobic capacity

This is essentially how long you can go for without the presence of oxygen. Your aerobic capacity is your ability to exercise for a long duration in the presence of oxygen. The longer you can do that without passing over to an anaerobic state, the higher your aerobic capacity is. Once we cross over into the anaerobic state, we are now working that in aerobic capacity.

Think about things like thresholds or cardiac power intervals, where we are working at one and a half minutes to three minutes...

I straight up felt the need to create this episode based on some of the content I’ve seen on the gram in the past few months. Some of it is spot on and absolutely amazing. Some of it is, well, not - which leads to today's post of 3 ways to improve your content.

Not all content is for everyone. I rarely do IGTVs, while I follow professionals who post multiple per week. I’d say it’s their main form of content.

Old school feed posts and stories are my form of content. Feed is education. Stories is real life, behind the scenes or further education.

It can feel like you have to do it all. And I am here to tell you that you don’t, but whatever you choose to do, it needs to work. You feel me?

So today my hope is to help you improve your content, specifically on Instagram. Better content ideally leads to higher interaction. Higher interaction leads to higher reach, and over time, a bigger, devoted audience. Which is goals.

These are options. Meaning you can use them all or only one. It’s not a step by step process, rather a toolbox to pull from.

First up - this one is something I have mentioned many times but to this day leads to my best content. HANDS DOWN.

Create content based on your clients

Obviously you need to have or have had clients for this to happen. But stick around for number three if you do not yet have clients. And even if you serve no clients yet, still listen. Because this will make your content  creation so much easier in the future.

If a client asks a question, hello - create a post on said topic. Shoot, think of three ways you can talk about said topic! Why?

Because you’re currently at your desk, thinking of what your potential ideal client needs from you. What content are they wanting. What are they wondering about…?

YOUR ACTUAL CLIENT JUST ANSWERED THAT FOR YOU. If your clients have a question, most of the time, it’s pretty safe to bet that your audience is wondering the same thing. Or they don’t even know they need it, but they do. And now, you’ve heard them. 

This is not limited to questions either. Often I create posts, and I know my colleagues create posts just based on conversations they’ve had with a client. A struggle, or success, or topic in general comes up. And you’re like, oh yes, I should make a post about this.

It’s truly a rather cyclical thing - you create content that attracts your audience, small percentage become clients, clients help create your content that then does an even better job of attracting the right clients, so on and so forth.

Definitely worth paying attention to if you have not yet done so and do in fact have clients currently.

Next up. You might not love this, but it’s super freaking simple, obvious, and also works.

Look at your metrics and those within the industry (market research)

Keep doing what does well…

It’s true that there are 50 exercises to work the glutes…but if we know that 5-6 work really well for us, isn’t wise to just stick with those 5-6 but alter load, variations, time under tension and so on?

Same goes for content! SAME SAME MY FRIEND.

It’s market research time. What does well for you? You can’t actually see this inside Instagram unless you’re a business account. And if you are in fact attempting to build a brand on the insta, you should be a business account.

Look at your insights.

I literally give you a chart inside

Get ready for a fitness question/myth busting mash up.

This episode is a compilation of fitness related questions I have received over the years or as of lately. While each of these could nearly be individual episodes, I kind of dig the mash up vibe. Like rapid fire fitness Q&A or debunking session.

Before we get to it, we will be covering:

* What is a shock phase?* What causes muscle soreness and the muscle burn?* What causes the muscle pump?* Will cardio ruin strength or muscular gains?* Should you do cardio before or after a lift?* Can you gain muscle while losing fat at the same time?* Strength vs hypertrophy set and rep schemes* Can you gain strength without gaining muscle?* Is HILIT a thing? If so, how?

Fitness Questions/Myth Busting:

What is a shock phase?

I mentioned this in my stories a week ago when I re-entered the gym for the first time in over seven months.

And it’s very important that you grasp what a shock phase is and when you can expect it.

First off, a shock phase would be after a new week of training where your body is undergoing several new types of stimulus or levels of stimulus. So when I came back to the gym after a several month long break, I was increasing all factors of my training by default. Increased load, intensity, volume, and tempo.

This is with the context that I had only been doing at home workouts with a 25 pound kettle bell. Even if I were to only use an empty barbell for every exercise, I would nearly be doubling my load. Are we tracking? I hope we’re tracking.

 It’s called a shock phase because you have an abnormal response to your training stimulus. This normally results in very high levels of soreness. We can expect this in the first week coming back to an “old normal” style or modality of training.

You can also expect that you will not be anywhere near as sore the following week, which is why it’s called a shock phase. Like I said, it is an abnormally intense response to the new training, yet it feels like your body adapts by the next week.

Perhaps you have experienced this.

It doesn’t even have to be that you have taken a long break from training. It can just be any time that a large new stimulus is introduced to the body. For instance even if I was a very well trained in a strength perspective. Like squats, bench, deadlifts, and overhead pressing. If I went to a gymnastics clinic I would be devastatingly sore the week after, but if I kept going another week or two and did the same exact thing, I would be far less sore.

What causes soreness and muscle burn?

Lactic acid doesn’t make you sore or cause the burning sensation in your muscles.

Micro tears in your muscles cause soreness. Hydrogen ion build up creates the burning sensation you feel. That’s also not lactic acid or even lactate. Though lactate is produced at the same time hydrogen ions are released, but it’s the hydrogen ion that makes the pH more acidic.

ATP is our muscle/energy power source. it’s what we need for our muscles to function. To contract. ATP is produced through a process called glycolysis.

Hydrogen ions are formed as a by-product of glycolysis. Thiiiiiisssss is a factor in muscle fatigue as well as the burning sensation you feel due partially to the pH imbalance in the muscles.

When oxygen is not present, we have anaerobic phosphorylation. Which uses the cori cycle - this is where lactate is...

If there’s one thing that I have become known for in the online health and fitness space (from a business standpoint), it’s the fact that I don’t use and have never used sales calls to generate revenue.

This is not a magic trick. Just like sales calls, there are specific tactics and pieces that make a sales call successful or not. And the same goes for a sales page.

I did an Instagram post about this recently but in Fitspro Foundations I teach my nine step sales page blueprint for sales pages that actually sell. Even with these nine steps, a sales page will not be effective if the sales copy does not connect to and adequately communicate with the ideal client.

Today I am going to cover four pieces of sales copy and considerations that you need to get clear on when you are creating sales emails, sales pages or sales content for your offers. This will apply to almost any offer in the health and fitness space.

Even if you do use sales calls, this is still valuable information, and information that you should consider in whatever your sales process looks like.

The first of the four is old, but true and highly effective in connecting your potential buyers.

Pain and pleasure points

If you have been in sales for any period of time you have likely heard about pain and pleasure points. That’s because humans are motivated to take action based on a pain and pleasure. These sound dramatic and aggressive and can feel manipulative if you are not using them from a place of empathy and compassion.

Your ideal client is likely going to hire you to help them with something that they have been unable to do on their own. We know that. But we need to effectively communicate that we understand where the ideal client is currently. What thoughts are they having and what experiences they may have had in the past. 

These are your pain points. The pain points represent the current state that the client is in. From a mental, literal, and emotional standpoint.

You can see where this would be a difficult thing to identify if you are not crystal clear on your ideal client and on your offer.

That’s also why in Fitspro Foundations we identify the ideal client first and then the offer, and then sales later on in the program.

I suggest having 4 to 6 pain points. And the more specific, the better. Again on your sales page or in your sales email or spread out within sales content, you are going to address and identify these 4 to 6 pain points. She is unsatisfied with where she is now but what does that look like?

What is she unsatisfied with? What frustrations does she have? What thoughts does she have in regards to the topic of your offer?

This is what we are talking about when business coaches say to get inside your ideal client's brain. It is not from a manipulative standpoint. It is so that you can further understand her. Because if she doesn’t feel met and seen where she is right now, she’s certainly not going to trust you to get her desired outcome.

These pain points may be very straightforward or very “in the feels” depending on what your offer is and what your coaching style is as well.

As far as pleasure points go, the way I teach it is that the pleasure points are where your client desires to be.

So we covered that pain points are your client's current state. That makes the pleasure points where your client would like to be.